What women over 40 want from fitness, and how Curves is responding
As women age, their fitness needs evolve. Curves, the fourth-largest franchise chain in the world, has spent decades helping women stay active through workout experiences that feel safe, effective and genuinely supportive. Today, the brand operates in more than 3,000 locations across 42 countries.
The fitness market has doubled since 2013, reaching a new peak of $6.8 trillion in 2026. Women now account for around 57% of gym memberships globally, while female participation in group fitness continues to outpace men, reflecting growing demand for more community-driven fitness experiences.
For many women over 40, exercise is no longer about pushing harder or spending more time in the gym. Instead, they are looking for fitness clubs that fit around their lives and support their health for years to come. Traditional gym environments can often feel intimidating, offering little guidance on how exercise should adapt as the body changes with age.
Many women are looking for a welcoming environment where they can exercise without judgement and access coaching that reflects the changing needs of their bodies. As metabolism begins to slow down and muscle mass naturally declines with age, exercise often becomes less about intensity and more about maintaining strength. With the right support, fitness can also play an important role in building confidence and independence through midlife.
This is where Curves has carved out its niche, designing its signature 30-minute programme around women’s evolving needs. Short workouts help members stay consistent, while coach-led sessions ensure exercises remain safe and effective for every member. At the heart of the circuit are hydraulic-resistance machines that automatically adapt to each user’s effort, allowing women of different ages and abilities to work out side by side at a pace that suits them. By removing complexity and creating a shared workout experience, the format helps lower barriers to participation. This is particularly appealing to women over 40, creating an environment where members feel comfortable and supported to return week after week.
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Alongside group coaching, Curves Smart technology helps members track their performance throughout each workout. Members receive instant feedback during sessions and can monitor their progress over time, helping coaches understand how members are progressing and where additional support may be needed as their bodies change with age.
Importantly, that sense of support begins from the very start. Every new member begins with a one-to-one consultation with a certified Curves coach. The session includes a body composition assessment alongside a discussion about lifestyle factors that may be influencing overall wellbeing. For many women over 40, this may include conversations around menopause and the adjustments needed to exercise comfortably.
From the outset, the onboarding process helps members connect with coaches and become familiar with the wider club environment. It also provides an opportunity to establish realistic goals and gain a better understanding of how the Curves system works.
On creating a dedicated space for women over 40, Chief of Operations at Curves, Joanna Dase, shares:
“At Curves, we recognise that women over 40 face unique challenges when it comes to fitness. From hormonal changes to balancing busy schedules, it can become difficult to prioritise overall wellbeing. Our approach combines short, 30-minute workouts with expert-led coaching on exercise and recovery. However, Curves is more than a place to work out. For many members, it becomes part of their routine and a place where they can connect with other women experiencing similar life stages. We want every member to feel supported, knowing they belong to a space designed specifically for them.”
Women over 40 interested in taking control of their fitness and wellbeing can explore Curves’ programmes at any of its nationwide locations. With workouts designed to fit around busy lives and a community built around encouragement, Curves makes it easier to prioritise health on your own schedule.
Aspiring entrepreneurs can also explore franchise opportunities, combining business growth with the chance to make a meaningful difference to women’s health within their local community. By combining a proven business model with a clear understanding of women’s evolving fitness needs, Curves continues to demonstrate why women-only fitness remains a powerful growth sector.
